Back in November, we laid out a few of the big questions we had about this year’s holiday shopping season. The one we were most interested in answering was: How much growth would we see in mobile commerce this year?
To answer this question and many others, we analyzed millions of transactions across our platform from Thanksgiving (November 28th) to Cyber Monday (December 3rd). These transactions spanned nearly 300 publishers and premium brands from a variety of industries, giving us a comprehensive look at trends in mobile shopping behavior.
Here are a few things we learned.
This was another big Cyber Week for apps
By this point, it should come as no surprise that consumers are doing more of their shopping on mobile devices. Mobile ecommerce sales are expected to account for over 50% overall digital commerce sales by 2021, according to eMarketer.
While the rise of mobile commerce is a story that Button has been telling for years what’s increasingly notable is the particular edge that apps have over mobile web. Looking at the trends across our network, apps have outpaced mobile web when it comes to conversion (+86%), orders per customer (+27%) , and sales per tap (+17%). Another big number: a quarter of people who installed an app during Cyber Week went on to make a purchase.
Black Friday is for early birds
When it comes to when people shop, Cyber Week’s three big shopping days each have their own unique patterns, which you can see on the timeline above.
On Thanksgiving, for example, order numbers ramp up as the day goes on, reaching their highest point at the end of the day. That pattern is similar to that of Cyber Monday, when people are back at work. In contrast, Black Friday orders peak at 10AM, likely because deal hunters are motivated by the compelling offers early in the day.
Cyber Week was big for electronics
This has been a big year for electronics sales. Orders of electronics orders outpaced those of home supplies, kids products, sports supplies, and clothes on Thanksgiving, Black Friday and Cyber Monday. More, of the top five products, three were electronics (and two were products from Instant Brands).
We’re excited to dig into this data further as the holiday shopping season comes to a close. Sign up to be the first to get your hands on our full holiday shopping report, which goes live in January.